But what makes H&M's decision so laudable is how casually it handled breaking fashion norms. There was no press release or loud declaration on its website.

It just so happened that when consumers clicked on the "new beachwear" section on the retailer's website home page, they were greeted by images of a six foot tall woman with curvy proportions you're more likely to see in a normal setting rather than on a runway.

"Models whose bodies differ from the straight-size standard should be visible in fashion, outside of the stigmatizing magazine "Size" issues and the dedicated "Plus" categories, which retailers always seem to bury," Jezebel's Jenna Sauers wrote. "Why shouldn't Jennie Runk, and other women like her, get [to] be on the homepage, too?"